The three Pilars of Brand Confidence

By Debra Dejong / September 5, 2018

Just think of the long lines of fans waiting until they could get the latest iPhoneor Harry Potter novel they crave. It tells you that consumers do a lot (and fork out a lot of money) to get the brand article they want. It’s what marketers call “brand love”. Every company wants to have a brand that customers not only like, but also love. In marketing terms, brand love is based on three pillars, which are: relevance, trust and identification.…

How Useful Are Emojis For German Marketing?

By Dan Lavie / June 17, 2017

Using emojis for marketing is not new. But how effective are these small pictographs? Do they get the marketing message across or are they just annoying? A recent study explored the impact of emojis. The study was conducted by Melanie Bender and Roman Schmank of the Rheinische Fachhochschule Cologne as part of their Master’s degree in Business Psychology. They explored the question of the impact of emojis on buying behavior in the DACH countries. More specifically, the study addresses the…

Ten Steps To Get Purchasing Approval

By Dan Lavie / April 21, 2012

As a marketing or PR professional (or any other manager inside an organization) you often need to get permission for a purchase. Depending on your function, it can vary from a software application to the services of a PR company. Getting permission is not always easy. Following are 10 steps to make it easier. Ask the Chief Financial Officer, Controller or VP for your company’s purchasing guidelines Determine the minimum criteria required to obtain approval for a purchase, including guidelines/thresholds…